Presentation matters. How we perceive objects, events, and people has a direct impact on our thoughts, feelings, and motivations toward them. Neuromarketing, also known as consumer neuroscience, examines how the human brain processes stimuli and uses that information to make a decision. With the right stimuli, consumers can, ideally, be encouraged to make decisions about products and services. When it comes to food, people eat with their eyes first. The expectation theory suggests that without even tasting a dish, we are able to anticipate how it would taste based on how it looks. That anticipation plays a key role in how well the dining experience will turn out. Since food is a multi-billion dollar industry across the globe, it’s worth looking into the impact of plating and portion sizing on consumer behavior. The accomplishments of successful food establishments are not only a result of delicious food and impeccable service. Experts agree that a good, holistic dining experience is key to attracting and clientele.